Brands Untapped: Studio Noel on creating collaborations with lasting cultural relevance
In a recent industry feature, our Senior Designer Katie Edmundson shared her thoughts on what the licensing sector needs more – and less – of moving forward.
Katie mentioned that the most successful collaborations are those that evolve while remaining rooted in a strong, recognisable identity, citing examples such as Hello Kitty and LEGO Star Wars. She highlighted how these brands continue to adapt to changing audiences and design trends without losing their essence. In contrast, Katie noted that trend-led, short-term collaborations can quickly oversaturate the market, often resulting in surface-level products that feel indistinguishable and lack long-term cultural value.
Learn more about Katie’s insights on the Brands Untapped website.